There's a shot of its trademark clear glass bottle alongside avocado toast, that most social media-friendly of meals. Another shows Ritual's daily multivitamin alongside products by another cult favorite brand of the Instagram generation: skincare line Glossier. (Probably not coincidentally, the two startups share an investor in Forerunner Ventures, led by e-commerce guru Kirsten Green.)

Subscribers to the $30-per-month service post snapshots of Ritual's sleek yellow and white delivery box on their own feeds. This too is no accident. Both the vitamin itself, which looks iridescent in the light, and its packaging were designed to be "super-shareable," says founder and CEO Katerina Schneider.

Investors seem just as enthused by what Schneider has built in the past year. Ritual has raised $10.5 million in Series A funding, led by new investor Founders Fund, with participation from existing backers Forerunner, Norwest Venture Partners, and Upfront Ventures. This brings Ritual's funding to date to just over $15 million.

This infusion of capital will go towards investments in science and technology as Ritual develops new products to go alongside its daily nine-ingredient multivitamin, including prenatal vitamins. Schneider notes, though, that she's building a platform as much as a wellness company.

"We're not just selling vitamins," she said. "We're selling a habit."

Like Glossier, Ritual is building a brand that resonates with millennial women.Ritual

Indeed, Schneider reports that 30% of Ritual customers had never taken a vitamin regularly before becoming subscribers. 70% say they're better about taking their vitamins with Ritual. (The peppermint-infused inserts inside each bottle probably help. "They taste like Tic Tacs," per Schneider. Your mother's horse pill, this isn't.)

As well as R&D and marketing, some of Ritual's Series A funding will go towards creating lifestyle content for women, based on the concepts of rituals and habits.

I'm a staff writer at Forbes, where I write about women entrepreneurs, workplace equality, and diversity in Silicon Valley and the tech world. Before taking on this beat, I spent three years covering retail and e-commerce, and the three before that chasing the super-rich for...